McDonald’s ‘verified sustainable beef’ project steams ahead

 Visit to Alberta from McDonald’s global CEO signals a sea change in the Canadian beef industry

Environmental & Natural Resource Economics: The Austrian View A capitalist responding to a market demand is well and good. But…that word “sustainable” gives me the “willies” because it is from the language used in the UN’s Agenda 21–which is anything BUT a capitalist model. — jtl, 419

By via The Canadian Cattlemen

three men talking on a cattle pasture
McDonald’s Corporation president and CEO Steve Easterbrook (centre) and McDonald’s Canada president and CEO John Betts talk to Graeme Finn (right) on a tour of his ranch near Crossfield on 
June 9. Photo: McDonald’s Canada

A Handbook for Ranch Managers  It’s full speed ahead for McDonald’s “verified sustainable beef” project.

Planned Grazing: A Study Guide and Reference ManualThe country’s largest buyer of beef is finishing up the first phase of its groundbreaking pilot project in Canada, and earlier this month the head of the global fast-food giant paid a visit to Alberta to get a first-hand look.

Combat Shooter's HandbookReconnaissance Marine MCI 03.32f: Marine Corps InstituteThe Betrayed: On Warriors, Cowboys and Other MisfitsRecently appointed CEO Steve Easterbrook visited CL Ranches just west of Calgary and Southern Cross Livestock near Crossfield.

The Essence of Liberty: Volume I: Liberty and History: The Rise and Fall of the Noble Experiment with Constitutionally Limited Government (Liberty and ... Limited Government) (Volume 1)  The Essence of Liberty: Volume II: The Economics of Liberty (Volume 2) The Essence of Liberty: Volume III: A Universal Philosophy of Political Economy (Liberty: A Universal Political Ethic) (Volume 3) “Being as he’s brand spanking new to the job, the sustainability team, which is headquartered in Chicago, really wanted to give him the opportunity to see first hand what they’re up to here in Canada,” said Cherie Copithorne-Barnes, CEO of CL Ranches and chair of the Canadian Roundtable for Sustainable Beef.

“That was really important because he comes from more of a business side of things and really had no exposure whatsoever to what they’re doing with the sustainable pilot project.”

Easterbrook — who has vowed to “shape McDonald’s future as a modern, progressive burger company” — was keenly interested in what he saw and heard, said Jeffrey Fitzpatrick-Stilwell, senior manager of sustainability with McDonald’s Canada.

He pointed to Easterbrook’s visit to Southern Cross Livestock where rancher Graeme Finn has made soil health his No. 1 priority.

“They were right down there in the dirt, talking about how he preserves the topsoil and stuff,” said Fitzpatrick-Stilwell. “That’s really what we wanted to expose Steve to. It’s a lot more than the animal itself — beef sustainability goes beyond that. It’s about the grass that they’re grazing and the grains that are being grown for them. It’s a much bigger picture.”

Following the visit of Easterbrook — who was accompanied by World Wildlife Fund CEO Carter Roberts and top officials from McDonald’s and Cargill — the company announced that 19 Alberta ranches have been verified and 100 cattle organizations from B.C. to Ontario have signed up to participate in the next phase of the pilot project. Participants include producers, feedlots, and processors.

McDonald’s plans to end the pilot next April and hand off the project to the Canadian Roundtable for Sustainable Beef, whose membership includes beef producers, processors, retailers, restaurant chains, and environmental organizations.

“We haven’t decided as the Canadian Roundtable how it will keep progressing but at the end of April 2016, when the McDonald’s pilot project is over, if it just dies, then it has been an immense failure for the industry,” said Alberta rancher Bob Lowe, a member of the advisory committee on the McDonald’s pilot.

“There are a few of us who don’t plan on letting that happen if we have anything to say about it.”

Copithorne-Barnes took the opportunity to explain to Easterbrook how sustainability has long been a top priority at her family’s ranch, which was established in 1887.

She said the roundtable is up to the task of carrying on the work begun under the pilot project.

“The indicators that McDonald’s is developing are being shared with us, so we know the status on those indicators and we will be the ones who add the indicators from the life-cycle analysis (being done by consulting firm Deloitte),” said Copithorne-Barnes. “We will combine the best of both worlds. To be frank, we can’t be as finite as what McDonald’s was hoping to do. We have to have a basic plan that people are comfortable with answering and it’s not going to be too onerous.”

One of the key lessons for his boss was hearing that Canadian beef producers want “a credible way to talk about the positive things that they’re already doing,” said Fitzpatrick-Stilwell.

“The pilot is helping them verify best practices that they assumed they were already following, but it’s also helping them identify some areas of opportunity,” he said.

Copithorne-Barnes echoed that view, saying the verification process got her thinking differently about some of the things she’s doing on her ranch.

The McDonald’s pilot project is still looking for interested cattle producers. Any size of operation is welcome. For more information on the pilot project and how to participate, visit

Alexis Kienlen is a reporter for the Alberta Farmer Express

Environmental & Natural Resource Economics: The Austrian View

edited by

Dr Jimmy T (Gunny) LaBaume

Is now available in both PAPERBACK and Kindle

BookCoverImageMurray N. Rothbard was the father of what some call Radical Libertarianism or Anarcho-Capitalism which Hans-Hermann Hoppe described as “Rothbard’s unique contribution to the rediscovery of property and property rights as the common foundation of both economics and political philosophy, and the systematic reconstruction and conceptual integration of modern, marginalist economics and natural-law political philosophy into a unified moral science: libertarianism.”

This book applies the principles of this “unified moral science” to environmental and natural resource management issues.

The book started out life as an assigned reading list for a university level course entitled Environmental and Natural Resource Economics: The Austrian View.

As I began to prepare to teach the course, I quickly saw that there was a plethora of textbooks suitable for universal level courses dealing with environmental and natural resource economics. The only problem was that they were all based in mainstream neo-classical (or Keynesian) theory. I could find no single collection of material comprising a comprehensive treatment of environmental and natural resource economics based on Austrian Economic Theory.

However, I was able to find a large number of essays, monographs, papers delivered at professional meetings and published from a multitude of sources. This book is the result. It is composed of a collection of research reports and essays by reputable scientists, economists, and legal experts as well as private property and free market activists.

The book is organized into seven parts: I. Environmentalism: The New State Religion; II. The New State Religion Debunked; III. Introduction to Environmental and Natural Resource Economics; IV. Interventionism: Law and Regulation; V. Pollution and Recycling; VI. Property Rights: Planning, Zoning and Eminent Domain; and VII. Free Market Conservation. It also includes an elaborate Bibliography, References and Recommended Reading section including an extensive Annotated Bibliography of related and works on the subject.

The intellectual level of the individual works ranges from quite scholarly to informed editorial opinion.


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About Land & Livestock Interntional, Inc.

Land and Livestock International, Inc. is a leading agribusiness management firm providing a complete line of services to the range livestock industry. We believe that private property is the foundation of America. Private property and free markets go hand in hand—without property there is no freedom. We also believe that free markets, not government intervention, hold the key to natural resource conservation and environmental preservation. No government bureaucrat can (or will) understand and treat the land with as much respect as its owner. The bureaucrat simply does not have the same motives as does the owner of a capital interest in the property. Our specialty is the working livestock ranch simply because there are so many very good reasons for owning such a property. We provide educational, management and consulting services with a focus on ecologically and financially sustainable land management that will enhance natural processes (water and mineral cycles, energy flow and community dynamics) while enhancing profits and steadily building wealth.
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